According to Q4 2023 data from Criteo, 58% of brands and 51% of agencies are seeking retail media-like offerings beyond traditional sectors, signaling an evolving market trend.
Nonretailers like airlines and hotels are leveraging their first-party data to develop commerce media offerings, integrating targeted ads for enhanced audience engagement.
Despite the potential, nonretailers face challenges in achieving audience reach similar to retailers, as consumer ad fatigue could hinder engagement on unfamiliar platforms.
The December 2023 Criteo report emphasizes the necessity for nonretailers to form partnerships with commerce media networks to effectively expand their advertising strategies.
[
Collection
]
[
|
...
]